ALDO Strides Into Self-Expression—Messy & New—With Fresh Brand Identity
Image courtesy of Combo and featured with permission
ALDO is putting its boldest foot forward for a reset. The Canadian footwear and accessories brand has rolled out a new identity entitled Try Every Thing, a campaign designed to meet young consumers at a moment in life when curiosity, self-expression, and big decisions collide. Launching in Fall 2025, the endeavor conveys the energy of first jobs, fresh starts, and personal milestones, with the brand being there as both a style companion and a source of confidence.
The initiative was developed in partnership with New York creative agency Combo and represents what the company calls a new chapter. Rather than relying solely on traditional ads, ALDO is anchoring the launch in TikTok, inviting creators to share “firsts” that range from karaoke attempts to nerve-wracking interviews. These vignettes are meant to show life as it’s lived, not staged, and follow the brand’s earlier success with the Step Into Love hashtag challenge, which drew billions of impressions.
@aldo_shoes Whether it’s something fun, new, or just outside your norm — we want to see you try it. Post a video of yourselfstepping out of your comfort zone and use #ALDOTryEveryThing for a chance to win $5,000. Step 1: Film yourself stepping out of your comfort zone and trying something new Step 2: Post your video including the hashtag #ALDOTryEveryThing Step 3: Follow @aldo_shoes on TikTok A total of 4 winners will be selected, #CONTEST ♬ 1901 - Instrumental - Phoenix
The sole belief of Try Every Thing is that most major life decisions happen before age 30. By leaning into that period of discovery, ALDO hopes to connect with a generation navigating rapid change and looking for brands that feel like co-conspirators rather than just retailers.
Image courtesy of Combo and featured with permission
Beyond TikTok, the campaign will unfold across short films directed by Stefanie Soho and styled by longtime collaborator Cary Tauben, with Montreal serving as the backdrop. The tone is intentionally casual and playful, showcasing relatable scenes such as a tentative karaoke singer finding her voice or a young man clumsily picking up the tuba.
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This pivot builds on ALDO’s past but pushes the brand firmly forward. The company has a history of bold collaborations and cultural campaigns—from early advocacy around AIDS awareness to partnerships with Barbie, Disney, and the WNBA’s Diamond DeShields. Its recent Retrospective campaign celebrated that 53-year legacy. Meanwhile, Try Every Thing signals a desire to look outward, focusing less on archives and more on how people experiment with identity and style in the present.
Image courtesy of Combo and featured with permission
Shot through with optimism, the new direction acknowledges that self-expression isn’t always neat or polished. Rather, ALDO wants to frame imperfection as part of growth, reinforcing its role not only as a provider of shoes and bags but as a brand authentically invested in how people navigate their everyday choices.
[via Combo, images courtesy and featured with permission]
